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The Landscape of Customer Identity: Has Facebook Peaked?

In the third quarter of 2015 (​July – September), Facebook’s market share of social logins declined for the first time since Q3 2013. While the world’s largest social network still holds a 64% share of all social logins, has Facebook plateaued as a third-party identity provider (IdP)? It will be interesting to see whether Facebook can meet or surpass the all-time high 66% share it achieved in the second quarter of 2015.​

​Google+, on the other hand, gained a 2% share of social logins, bringing its total to 22%. Google’s social network continues to be the only IdP besides Facebook to maintain a market share greater than 10%. Yahoo’s share of the social authentication market remained below 5% for the second consecutive quarter, and Yahoo’s presence as an IdP on mobile applications and e-commerce sites has completely disappeared.

Check out the infographic below to see how consumers leveraged their existing social media credentials to authenticate their identities across the web and mobile ​applications in Q3​ 2015.


By Reeyaz Hamirani

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